Barbara Cummings
Convergence
11/18/15
Multimedia and transmedia uses different strategies to attract their audience. They both have distinct plan of action to capture various platforms to expand the reach and experience of a story from two contrasting approaches. My subject matter will be Avatar in which has various platforms including games, social media, traditional media, and movie forms. There seems to be a myth according to Henry Jenkins’s as to ”transmedia storytelling refers to any strategy involving more than one media platform.” (2) “He also states that Transmedia storytelling represents a process where integral elements of a fiction get dispersed systematically across multiple delivery channels for the purpose of creating a unified and coordinated entertainment experience.” (2)
In transmedia there have been industry mergers with technological transformations with the rise of giant new digital media players and transmedia storytelling for instance the sidekick “droids” R2-D2 and C-3PO from the original Star Wars trilogy (1977–83). Lucasfilm—20th Century Fox/The Kobal Collection. One way that transmedia has engaged with media convergence is through storytelling, in which stories are told across diverse aims. There are an enormous amount of trademark franchises such star wars, and some of Disney franchises does not simply refer to the adaptation of content from one platform to another (e.g., films and film characters providing the basis for toys and games). (4) However we must understand that that all media franchise that has become totally transmedia-oriented; all have had a primary source for the narrative, such as a film, television show, or book of some sort.
www.google.com/search?q=sidekick+“droids”+R2-D2+and+C-3PO+from+the+original+Star+Wars+trilogy+(1977–83).+Lucasfilm—20th+Century+Fox/The+Kobal+Collection&rlz=1CAACAC_enUS568US568&source=lnms&tbm=isch&sa=X&ved=0CAcQ_AUoAWoVChMI_fbbysebyQIVSGw-Ch31IwMV&biw=1319&bih=704#imgrc=
http://imaginarycinema.com/starwars_se.html
It depends on the approach to define transmedia and the way you interpret its a story storytelling. Carlos Scolari has observed, transmedia storytelling “is a particular narrative structure that expands through both different languages (verbal, iconic, etc.) and media (cinema, comics, television, video games, etc.).” (1)As I stated above as to transmedia storytelling can be a resource of companies brand extension for media corporations, and hence further revenues and profits from reaching new audiences and selling more products, it has also functioned as a form of fan engagement with particular media content as they put together a richer and more complex narrative around it. Transmedia storytelling has predated through the Internet, the power of media convergence has greatly extended its possibilities to its audience who will see out their desired across and media platform.
For instance, “the British television series Doctor Who had been the subject of various loose, but “unofficial,” forms of brand extension (comics, novels, records) as early as the 1960s, and fans had long engaged one another in producing “fictional worlds” around the television show.” By 2005 the arrival of media convergence Doctor Who after 16 years was off the air, the new series had an straightforward transmedia format, with such material as specially produced short online episodes, internet outlets within the Doctor Who world, and podcast commentaries on the televised episodes. Doctor who transmedia format leave one to agree with Jenkins as he stated that “most media franchises, however, are governed not by co-creation (which involves conceiving the property in transmedia terms from the outset) but rather licensing (where the story originates in one media and subsequent media remain subordinate to the original master text.)”.
In contrast in definitions the term multimedia it is a single story that is told concurrently via different media, with the core narrative being supported by artifacts spread out across many types of media. (Jenkins) So not one single article may tell a complete story by itself it would always be a narrations in conjunctions in the absence of the elements. So there will be a range of ARGs labeled as transmedia actually seem to be multimedia. so you really will have to consider many a traditional merchandising to be a form of transmedia storytelling, but I doubt it can be classified even as multimedia.
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ttps://themediajungle.files.wordpress.com/2011/02/avatar-movie-navi-neytiri-2.jpg?w=625 |
So in a sense in regards to multimedia avatar is often a fantasy figure or animal chosen by the player. We think about the movie Avatar, it was not just the animated figures that populate our screens but the gestalt of images, text, and multimedia that make up our online identities--in virtual worlds like Second Life and in the form of email, video chat, and other digital artifacts. Exploring such network activities as embodiment, extreme (virtual) violence, and the work in virtual reality labs, and offering sidebar interviews with designers and practitioners, she argues that what is new is real-time collaboration and co presence, the way we make connections using networked media and the cultures we have created around this. (4)
http://www.ew.com/sites/default/files/1447192067/avatar-01.jpg
To sum up the difference in multimedia and transmedia we see both as an having the source of media convergence: phenomenon involving the interconnection of information and communications technologies, computer networks, and media content. Avatar the Hollywood’s Manhattan Project and even before Avatar we had Star Wars was marked Hollywood’s new approach. Key elements included merchandising tie-ins, high potential for international distribution, new technologies (digital animation, special effects, computer-based film-editing). As to transmedia is a rapid form of communication in which stories are told across multiple media. (4)
Work Cited
1-Flew, Terry. "Media convergence." Encyclopædia Britannica (September 2014): Research Starters, EBSCOhost (accessed November 16, 2015).
2. Jenkins, Henry. "Transmedia Storytelling 101." Confessions of an AcaFan. Web. 17 Nov. 2015.
3-Jenkins, Henry. Convergence Culture: Where Old and New Media Collide. New York: New York UP, 2006. Print.
4-Lili Teng, Foti, and Hannafin Robert D. "Games And Multimedia In Foreign Language Learning -Using Back-Story In Multimedia And Avatar-Based Games To Engage Foreign Language Learners: A Pilot Study." International Journal Of Emerging Technologies In Learning 3 (2008): 40. Directory of Open Access Journals. Web. 17 Nov. 2015.
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